TNZ brings Middle-earth to Singapore

24 Mar 2015

Tourism New Zealand has quite literally brought Middle-earth to Singapore with its Naturally New Zealand exhibition, which is running in Changi Airport's Terminal 3 over March and April.

Featuring a real Hobbit Hole from the Hobbiton Movie Set, along with other memorabilia from the films that put Middle-earth on the map, the display celebrates New Zealand's stunningly beautiful landscapes, rich experiences and warm hospitality.

Tourism New Zealand's Regional Manager South and South-east Asia, Steven Dixon, says we know from research that The Hobbit is an influencing factor in people's interest in visiting New Zealand. For the period January - December 2014, just over 100,000 international visitors to New Zealand said that The Hobbit Trilogy movies were a factor in influencing their initial interest in visiting.

"Looking at Singapore, holiday visitor numbers travelling to New Zealand continue to rise, reaching 28,384 arrivals in the year ending February 2015 - an increase of 9.2 per cent year on year.

"We know New Zealand's association as the home of Middle-earth relates well in Singapore and this activation will ensure the one million people who we expect to visit the exhibition will help keep this association top of mind.

Airport visitors and fans of The Lord of the Rings and The Hobbit Trilogies can explore the Hobbit Hole, meet Gandalf the Grey as he stands guard over The One Ring, and learn about the various scenic terrains that make up The Shire, Erebor and Hobbiton Woods. Adrenaline junkies can enjoy a thrilling 5D simulator ride, while on the other side of the exhibition visitors can enjoy a snippet of modern New Zealand, including rugby, golf, cycling, and also sample New Zealand produce.

'Naturally New Zealand' is open from 12 noon to 10pm daily from 14 March to 19 April 2015 in the passenger departure hall of Changi Airport's Terminal 3. On top of the interactive exhibition and 5D simulator ride, visitors can enjoy exclusive travel deals to New Zealand offered by travel partners, while shoppers and diners at Changi Airport can also participate in a lucky draw to win an all-expenses-paid trip for four to New Zealand.

Contests will also be held on Changi Airport's social media platforms, giving fans a chance to win Middle-earth giveaways as well as an autographed All Blacks rugby ball.

"Continuing to highlight New Zealand as the real Middle-earth as well as promoting New Zealand's epic landscapes, vibrant experiences and welcoming people, all packed into a small country that is easy to travel around, is a key area of focus for the organisation in Singapore in the coming year," says Steven.

Changi Airport Group selected New Zealand as its first destination showcase of 2015, a year which also commemorates 50 years of diplomatic relations between New Zealand and Singapore and the return of Air New Zealand to the direct route.

This is the second authentic Hobbit Hole to be found outside of Matamata. The first was created in London, specifically for the world première of the final film in The Hobbit Trilogy in December 2014. A time-lapse of its construction at Changi Airport can be viewed here.

Read more about Tourism New Zealand's marketing activity in Singapore here and our 100% Middle-earth, 100% Pure New Zealand work here.